Driving traffic to your website might be difficult because SEO and content marketing are a “long game” that rarely yields results fast. Furthermore, continual algorithmic modifications can limit the effectiveness of social media marketing. When initiating campaigns and looking for immediate results, this may encourage some marketers to favour purchased web traffic (PPC).
Paid traffic generation, on the other hand, does not promise immediate results, as you will be dealing with a range of elements ranging from audience behaviour to advertising platforms. Each paid traffic source has its own pricing policy and requirements for the ads it displays, which means you could end up creating a zillion different ad copy variations, getting clicks that never convert into leads or sales, and overpaying for customers who don’t provide a good return on your investment.
These obstacles can be solved by developing and implementing a well-thought-out paid traffic strategy that combines manual planning with AI automation. As a result, this post will explain how bought web traffic works and how you can use a thorough approach to make it work for your organisation.
What is Paid Search Traffic and How Does it Work?
Visitors who arrive on your website after clicking on an advertisement are known as paid web traffic. It can come from a multitude of places, including:
- Display ads: Banners, texts, images, etc. placed on third-party websites;
- Paid search: Ads that search engines like Google and Bing will show on their results pages (SERPs);
- Social media ads: Ads served to users on social media platforms like Facebook, Instagram, LinkedIn, etc;
- Sponsored content: Advertisers’ content that publishers are paid to distribute; and
- Native ads: Ads that appear on a platform in a similar fashion to its existing media.
According to Hanapin Marketing’s The State of PPC in 2019-2020, 74 percent of marketers regard sponsored traffic generation to be a major driver of their business. To understand why, we must first know the major differences between sponsored and organic search engine traffic:
|Where your content appears||How you can get more visits||How long the results take||Price|
|Organic traffic||You can occupy different positions on SERPs depending on how relevant your content is considered to be by the search engine, but some of the ads on the first page will always be higher||By optimizing for search engines in a way that outperforms your competitors||It is different for everyone, but strategies can take months or years to have a significant impact||You don’t have to pay to appear in organic SERPs, but you do have to pay to create and optimize content, and invest in building links to increase your domain’s authority|
|Paid traffic||At the top and the bottom of search results pages||By managing bidding options, targeting options, and tweaking ad copy to outperform your competitors||You can start getting visits and conversions on the day that you launch your ads, if properly optimized||You pay based on the chosen model, e.g. cost-per-click (CPC)|
It’s easy to believe that switching to PPC will help you acquire more visitors, especially since you can buy them, but simple traffic isn’t what you need. Paid traffic must create leads and transactions in order to be profitable.
This is known as “relevant” or “converting” traffic, which indicates that the people who come to your site are more likely to buy something. You can use a 6-step strategy that covers each stage of the customer experience, from clicking on an ad to becoming a paying customer to receiving such visitors from your paid traffic sources, wherever they are posted.
You’ll be able to use other digital marketing methods in the future as part of a longer-term strategy to persuade these customers to stay with you.
How to Get Converting Paid Traffic to Your Website in 6 Steps
Step 1: Create a Smart Paid Traffic Roadmap
People who claim that PPC doesn’t work have probably tried to run their ad campaigns without first preparing them. To prevent common mistakes such as few or no impressions, excessive overspending, and a low click-through rate (CTR), start by building a precise roadmap based on fair KPIs, thorough audience research, a clear marketing message, and a list of eligible channels to distribute it through.
Step 2: Plan Your Budget Wisely
One of the most common mistakes made when establishing a PPC campaign is failing to undertake adequate research in advance.
The CPC might vary greatly depending on the industry. In the electronics market, for example, a click can cost as little as $0.74, which is practically nothing when compared to the insurance industry, where the average price is $14.50.
Another issue is that failing to perform your calculations – that is, figuring out not only how much money you’re going to spend, but also what you want in return – might result in an increased ad spend that only generates a few low-quality leads to your site.
To assist you in correctly planning your budget, here are three important questions to consider:
- What keywords are you going to concentrate on? Keywords can vary substantially in price and competitiveness depending on your goal (brand recognition or conversions). To locate your targets, start with the Keyword Magic Tool, which provides a wealth of information about keywords and their potential.
- Which cities will you cover? The CPC varies a lot between states and areas. Begin by looking up your sector on the CPC Map to determine which places would be the best fit for your advertising, as well as which you should avoid in order to save money.
- What is your most important KPI? Keywords that raise brand awareness don’t always lead to conversions, because your audience isn’t always ready to buy. Set only one KPI for each campaign because they are more curious than everything else.
Step 3: Create Winning Ad Copy
Have you ever been duped about a product or piece of content after clicking on an advertisement? If you do this to your audience, they will not forgive you. Make a reasonable promise and keep it, and you’ll be more likely to get the results you want.
A targeted headline and a triggering description make up any compelling ad text. The first outlines what’s in it for your prospects, while the second shows how they can acquire it right away.
How do you create targeted ad copy to attract relevant traffic?
- Begin by thinking about who you want to reach. Consider what they require and how your solution may assist them;
- Examine your competitors’ targeting and try to figure out how to outperform them; and
- Produce sufficient material for A/B testing: To build an awareness of user preferences, write at least three unique headlines and two descriptions.
Step 4: Launch an Effective Landing Page
Consider what would happen if you clicked on your ad. Is it worthwhile to investigate your landing page? Is it able to keep the promise you made?
Take a peek at the landing page for Fovitec. It’s supposed to be a sign advertising photographic lighting equipment, but it appears more like a notice of eviction:
Check your landing page bounce rate, time on page, heat map, and form abandonment rate to avoid wasting your valuable paid clicks; this is one approach to determine how appealing it is to visitors.
If they leave right after landing, the page isn’t optimised for the terms it’s showing, and you’re talking to the incorrect individuals.Your offer doesn’t thrill them if they stay for a while but never click the call-to-action (CTA) – we could go on.
Use these three pillars to establish a landing page for your advertising if you don’t already have one: relevance, attractiveness, and drive. This indicates that it is relevant to the user inquiry, that the content and images are tailored to your buyer profile, and that the title and CTA emotionally resonate with your audience to the point where they convert. Here are some pointers:
- Title: To get more inventive ideas, look up searches relating to your seed term;
- Content: Make sure the information your prospects are looking for is easily accessible and understandable on your page. Don’t overcrowd the page with specials and offers;
- Visuals: Instead of the free stock photos that everyone has seen a thousand times, choose high-quality, appealing images. and;
- CTA: It should correspond to the search intent. People seeking for tours, for example, are likely to visit dozens of websites and gather a great deal of information before making a final decision. As a result, “Get free quotations” will function better than “Buy a tour now,” because they’ll receive an email that they can use to remind themselves about your fantastic deals when they’re more likely to buy.
Step 5: Utilize All the Platforms
Google controls 67.78 percent of the search engine market, according to this Smart Insights report, making Google Ads extremely competitive. This indicates that your return on investment (ROI) will be lowered if the CPC is too high. Aside from that, your target demographic is unlikely to visit Google alone. If you’re a B2B company, for example, the professional-focused platform LinkedIn can be one of the greatest venues to post business-related ads.
Reaching out to consumers on all of their platforms, not just Google and Facebook, is a terrific approach to maximise the effectiveness of your ads by putting them in front of more potential buyers (within reason).
When it comes to brand safety and technical concerns, using many platforms lowers your risk because you’ll be visible on others even if one fails or goes down.
Step 6: Introduce Automation
You might be wondering how much money you need to budget to keep receiving results, or which channels in your long-term paid approach would be the most productive. What will the best bid for each channel be? What should you do if you’ve never made an advertisement before? What if you completed all of the steps but still received no leads or conversions?
Answering these problems necessitates extensive research or, alternatively, some AI assistance.
From channel selection to reporting on outcomes, PPC automation technology leverages AI and machine learning to enhance your sponsored traffic wherever possible. Some systems will simply automate bidding, while others will only optimise advertising, so you’ll need at least one more to match your ads to potential prospects.
Traffic Jet, on the other hand, can totally automate the traffic acquisition and lead creation procedures. Based on your goals, budget, targeting, and competitor research, this tool builds, maintains, and optimises paid ads across numerous platforms.
It’s crucial to note that Traffic Jet can’t conduct your strategic planning or landing page building for you; it’s designed to be used as part of your own comprehensive plan, following the steps indicated above, so you can keep optimising performance with the support of insights from the platform.
Here are some ways Traffic Jet may assist you:
In one click, a simple PPC calculator evaluates your goal, area of interest, average CPC in your industry, and KPI, and calculates your ad spend.
Traffic Jet can construct millions of ad combinations for testing based on your ad copy and the creatives you submit, or it can extract the images, text, metadata, and keywords from your landing page.
Platforms and Optimization
Hundreds of paid traffic sources, including Google Search & Display, Microsoft Advertising, Facebook, Amazon, Instagram, Quora, and Reddit, will be analysed by Traffic Jet to determine the most suitable platforms for your goals (awareness or lead generation). The system keeps track of how effective each platform is and adjusts your advertisements accordingly.
Monitoring and Reporting
The programme measures how much traffic each ad sends to your site, assesses its quality, tests different channels and creatives, and then sends the data to your Google Analytics and internal Traffic Jet dashboards so you can track and analyse results.
Building a Paid Traffic Strategy for Your Business
As you can see, a sponsored traffic plan can be useful if your goal is to attract visitors who are interested in buying your products and services rather than simply boosting the number of visitors to your site.
You’ll have a better chance of turning this traffic into leads and sales if you follow the procedures described above (establish a roadmap, manage your budget, write winning ad copy, launch an effective landing page, and use several platforms) and combine them with PPC automation technologies.
Using tools like Traffic Jet can help you fine-tune your strategy, obtain faster results with AI, and free up time to focus on other, more time-consuming areas of your marketing strategy.
Source: 6 Steps to Attracting Paid Traffic That Converts